The Worst Marketing Copy Was Written by AI. So Was the Best.

The worst marketing copy I've seen this year was written by AI.

The best marketing copy I've seen this year was also written by AI. With a human.

That's the difference nobody talks about.

AI alone produces fluff. You've seen it. The emails with no soul. The LinkedIn posts that all sound the same. The proposals that say everything and nothing at once.

But AI with a human? That's a different game.

One company I work with figured this out the hard way. They let AI run their external comms for a few months. Fast? Absolutely. Authentic? Not even close.

Their customers noticed before they did.

So they changed the process. AI drafts inside a brand guideline. A human finishes every piece. The test is simple: does this sound like something we'd actually say?

The result? They're putting out more content than ever. And it actually sounds like them.

Here's the part people miss: AI content is best when you're working together with it. Not when you fire and forget.

The companies getting buried by AI content aren't the ones who don't use it. They're the ones who use it without showing up.

Show up. Edit. Add the thing only you can add.

That's what makes it yours.